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EDUCATION

Creative Director’s Notes | Devorah Rosen Goldman Wouldn’t it be great if you could outsource your creative department, yet trust that all of your tried and true branding would be cherished and upheld down to the last dash? And, even better, wouldn’t it be grand if someone understood how to tell a memorable and compelling story to your beloved (and increasingly skeptical) customer and on a moment’s notice (well, maybe two moments) research and develop a concept, write copy, art direct a photo shoot, produce the ad and place it in the appropriate media venue? The good news is, you can. Ten Four Design Group is a creative services agency that provides creative solutions

and strategic and production support to clients and projects of all sizes. We tell stories that are compelling, and we do it well, so everyone can live happily ever after. We’ll work with your in-house staff, or fly solo—whatever works best for you. We craft messages that give your customers a compelling storyline to mull over (even tricky ones, like our recent affordability campaign for a major NYC university, p7.) We’ll tell the story behind your brand as if the world depends on it, because to you, our client, it usually does. And to us, too. As Einstein once said, Logic will take you from A to B, but imagination will take you everywhere. Amen.

Devorah Rosen Goldman, Creative Director | 646.382.6100 | www.tenfourdesigngroup.com


Ten Four Design Group: Yeshiva University

branding storytelling taglines art direction copywriting media buying

Creative Services That Support 2 | Ten Four Design Group


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How to compete in a very competitive market: tell remarkable stories. Meet Noa, an aspiring fashion designer looking for the perfect undergraduate experience. In a city with three prestigious schools devoted solely to fashion, she chose Yeshiva University, our client, for its unique dual curriculum, one that would let her develop all of her eclectic interests and talents. See how we crafted Noa’s story and conveyed the message to potential students with a diverse range of interests that Yeshiva University was the best place for their remarkable journey to unfold.

Your Brand | 3


Ten Four Design Group: Yeshiva University

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Meet Noa from Teaneck.

YU educated, Fashion Avenue bound.

Register Now! OPEN HOUSE FOR WOMEN

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November 20, 2011

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www.yu.edu/ open-house

remarkable journeys nowhere but here

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Our students excel in a remarkable array of creative career paths, including advertising, art, design, fashion and journalism, as well as engineering, nursing, occupational and physical therapy. Equally remarkable is how affordable a YU education can be. Consult our Office of Student Finance at 212.960.5399 or afford@yu.edu



Yeshiva University | 500 West 185th Street | New York, NY 10033 | 212.960.5277 | yuadmit@yu.edu

Scan this code to learn more about how to start your remarkable journey

4 | Ten Four Design Group

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the anatomy of an admissions campaign 101 1|

Our strategic decision in this campaign was to tell the admissions story from the people who understand it best —current and future students. In conjunction with the university’s communications department we identified a list of candidates that were current students, enthusiastic about their educational experience and whose career ambitions and geographic locations dovetailed naturally with the goals of the admissions department. We devised a headline that succintly conveyed all of that information in a personal and memorable way. We also crafted the campaign’s tag line, Remarkable Journeys, Nowhere But Here, which has since been used in other ads and for other departments.

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Following the university’s branding guidelines, we devised a call to action button for the annual Fall open house that was used throughout the campaign and in ancillary materials.

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Prior to this shoot, we spent time explaining to Noa (and all of the students we used in the

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campaign) the concept behind the ad, setting her at ease and also generating excitement among Noa and her friends — which led to robust word-of-mouth on social media about the campaign. (Never underestimate the power of a student to reach out to 2,000 of her best friends!)

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For Noa’s ad, we reached out to a major dress designer in New York City, who agreed to allow us to shoot this ad in her studio, helping us to tell this story in a visually interesting way, with Noa in her natural element. Once on location, we set up the shot, and worked with the university’s in-house photographer to capture this scene.

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We workred closely with the university’s department of communications and public affairs and admissions and crafted copy that addressed both department’s goals.

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To extend the campaign, we included a QR code which directed readers to the appropriate place on the university’s web site.

We decided to tell the admissions story from the point of view of the people who understand it best — the students. | 5


Ten Four Design Group: Yeshiva University

A good story can be told over and over again

and remain compelling to its audience. Meet Gabi from Los Angeles. YU educated, Deloitte bound.

THIS PAGE | Yeshiva University’s ongoing print admissions campaign, created and launched in 2011.

Meet Debra from Hillside. YU educated, Health Sciences bound. Register Now! OPEN HOUSE FOR WOMEN

November 11, 2012

GOALS

www.yu.edu/jpress

Register Now! OPEN HOUSE FOR WOMEN

November 11, 2012 www.yu.edu/jpress

Reach parents and students Increase attendance at the university’s Fall open house

remarkable journeys nowhere but here

Highlight the many academic and professional interests of the student body

remarkable journeys nowhere but here

Emphasize the geographically diverse nature of the student population

As a psychology major and 2012 graduate of Stern College, Debra knows firsthand that a YU undergraduate education is an excellent foundation upon which to build a successful career: this fall she’s pursuing a graduate degree in occupational therapy at NYU. In fact, 90% of Stern College graduates planning a career in health sciences were accepted to a graduate school of their choice last year.* Call our Office of Admissions at 212.960.5277 to schedule a preliminary consultation and start your remarkable journey today.

As a 2012 Stern College graduate and a graduate student in accounting at the Sy Syms School of Business, Gabi knows firsthand that a YU education is instrumental in launching a successful career: next year she will join Deloitte. In fact, more than 97% of YU students who graduated with an accounting degree were employed in their field in 2011.* Call our Office of Admissions at 212.960.5277 to schedule a preliminary

Increase admissions for the following semester

consultation and start your remarkable journey today.

*Source: Yeshiva University Survey

*Source: Yeshiva University Career Center survey

Yeshiva University | 500 West 185th Street | New York, NY 10033 | 212.960.5277 | yuadmit@yu.edu

Yeshiva University | 500 West 185th Street | New York, NY 10033 | 212.960.5277 | yuadmit@yu.edu

Meet Korey from Chicago. YU educated, Wall Street bound. . ence ound. b Lawr from rdroom l e u an d, boa e t Imm Mee educat YU

Meet T YU e irtza from T duca ted, Eoronto. inste in bo und. Regis ter

Register Now!

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EXTENDING THE STORY Meet Yair from Queens. YU Educated, Harvard Law Bound. YU Open House 2012 Women: Nov. 11 Men: Nov. 18

While Rachel Masters Science...

Meet Daniel from Teaneck. YU Educated, Harvard Med School Bound.

LEARN MORE

YU Open House 2012

Women: Nov. 11 Men: Nov. 18

94%

Includesd room an! board

of our most recent graduates are professionally employed, in graduate school or both.

$6,150

LEARN MORE

*A student from Illinois has two siblings in day school. The family has an adjusted gross income of $98,000 a year, and pays $6,150 a year for a YU education. Unlike other private universities, YU’s financial aid calculations consider K-12 tuition for siblings and do not consider the value of a family home and retirement savings.

YESHIVA UNIVERSITY REGISTER NOW! Remarkable Journeys, Nowhere But Here. Start Your Remarkable Journey Today..

YESHIVA

UNIVERSITY ABOVE | Yeshiva University’s admissions campaign extended to banner ads. ABOVE RIGHT | Yeshiva University’s affordability campaign, designed to run concurrently with its admissions ads.

...We’ll Help You Master the Math on College Expenses.*

remarkable journeys nowhere but here

At YU, we understand the cost of Jewish living and the value of Jewish life. We’re making Jewish life affordable. Just ask the 78%

REGISTER NOW!

of undergraduates who received help with tuition in 2011-

Remarkable Journeys, Nowhere But Here. Start Your Remarkable Journey Today..

and our commitment to affordability deliver remarkable value to

$17,600

*A student from New Jersey has four siblings—one in college and three in day school. The family has an adjusted gross income of $192,000 a year, and pays $17,600 a year for a YU education. Unlike other private universities, YU’s financial aid calculations consider K-12 tuition for siblings and do not consider the value of a family home and retirement savings.

2012. Our exceptional Torah scholarship and academic excellence students and parents alike. See for yourself. Call our Office of Student Finance at 212.960.5399 or email afford@yu.edu for a confidential consultation and start your remarkable journey today. *According to a YU Career Development Center survey with an 80% response rate

Scenarios are based on the comprehensive cost of a YU undergraduate education for the 2011-2012 academic year, include all scholarships awarded, federal and state grants and loans received, and standard room and board. Additional fees are not included. Financial aid awards are based on many factors, are subject to funding availability and may vary significantly. This is not a guarantee of your actual cost to attend YU.

500 West 185th Street | NY, NY 10033 | 212.960.5277 | www.yu.edu/osf

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We encouraged the university to speak clearly and transparently to parents and students about financial aid and affordability. We worked closely with the admissions and financial aid departments, and the President’s office, to ensure that the ad conveyed the university’s values and its commitment to ensuring affordability in a way that was readily understood. The ad generated a lot of positive buzz and helped to put both parents and students at ease when reaching out to the financial aid office.

Our admissions campaign is so well loved among the student body that they have imitated the ads for student elections — the best seal of approval we could receive. | 7


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In the

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Devorah Rosen Goldman Original digital images for architects, interiOr designers and dealers devorahgoldman@gmail.com | 646.382.6100

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Good Food Changes Everything

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ART & DESIGN 1 Photography Exhibit | Show Guide + Print Ad NON-PROFIT 2 Kaplen JCC on the Palisades | Membership Campaign FOOD 3 Edible Gardens | Corporate Logo 4 Food Startup | Menu + Food Truck logo 5 Quick & Kosher | Cookbook 6 Kosher.com | Truck Skin

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Devorah Rosen Goldman | Creative Director devorah@tenfourdesigngroup.com Edward Goldman | Managing Partner edward@tenfourdesigngroup.com 646.382.6100 www.tenfourdesigngroup.com Cover images Š Yeshiva University Cover photography | V. Jane Windsor

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Ten Four Design Group | Focus on Higher Education